The Introduction of Non-profit Organization Marketing Motives, Routines and Strategies for “New Rural Co-operative Medical System”: Resource Dependence Perspective

New Rural Cooperative Medical System (NCMS) is one of important parts of the rural social security system, which is also an important measure for the governments to solve the problems about agriculture, rural areas and peasantry and to build socialist harmonious society.Most studies mainly focus on the macro system design and the fairness of the micro operation mechanism and implementation, which almost rely on the government single supply mode.However, the gap between "government ability" and "farmers needs" increases the new rural cooperative medical resource constraints.This has become the biggest obstacle to the sustainable development for NCMS.Focusing on the organizational characteristics and difficulties of NCMS, this paper attempts to improve the effects of non-profit organization (NPO) functions by adopting marketing strategies.So it can interact with the external environment development and access to resources actively.The paper puts forward some strategies for NCMS' cooperative marketing, and also attempts to seek suitable cooperation partners and marketing means to match different development periods.By doing this, a stable resources access network can be established so as to provide more comprehensive protection for the NCMS' sustainable development.